“她经济”下的国潮品牌形象设计研究  

Research on the Image Design of Chinese Fashion Brands in the“Her Economy”

作　　者：朱梦睿 陈欣[1] ZHU Mengrui;CHEN Xin(School of Arts and MediaJiangxi Institute of Fashion Technology,Nanchang 330302,China)

机构地区：[1]江西服装学院,江西南昌330201

出　　处：《西部皮革》2022年第10期112-114,共3页West Leather

基　　金：江西省教育厅科学技术研究项目课题“基于新媒体技术的南昌县小微企业品牌形象传播体验设计研究”(GJJ202407);江西省文化艺术科学规划课题“临川篾编技艺的传承与发展研究”(YG2021108)研究成果。

摘　　要：随着我国女性受教育水平和就业率的不断提高,女性的消费水平也在稳步增长。女性逐步成为了消费主力,创造万亿“她”经济体。在“她经济”的大背景下,女性消费观念的升级带来了女性生活方式、消费文化和审美文化的变革,特别是品牌形象在女性经济领域的研究应用越来越广泛,也为国潮品牌形象升级及其视觉营销带来了新的机会。从“她经济”的角度分析了国潮文化品牌形象设计的现状,为国潮文化的概念、国潮文化与品牌形象设计的融合,提供了建议与方法。As women's education and employment rates in China continue to rise,women's consumption levels are also steadily increasing.Women have gradually become the main consumers,creating a trillion dollar"her"economies.In the context of the"her economy",the upgrading of women's consumption concepts has brought about changes in women's lifestyles,consumer culture and aesthetic culture,especially the application of brand image in the field of women's economy is becoming more and more widespread,and has brought new opportunities for the upgrading of the image of national fashion brands and their visual marketing.The current situation of brand image design for Chinese fashion culture is analysed from the perspective of"her economy",and suggestions and methods are provided for the integration of the concept of Chinese fashion culture,Chinese fashion culture and brand image design.

关 键 词：女性经济 国潮品牌 品牌形象设计 

分 类 号：J524[艺术—艺术设计]